The Rise & Raw Power of Video Content in Digital Marketing [Infographic]

Video has rapidly become one of the most effective content marketing mediums consumed today. With consumers leaning more toward visual media that’s accessible, entertaining, and informative, we’ve got to step it up in the marketing world in order to help the brands we represent truly shine.

As marketers, we’re usually so busy that ‘the future’ is some abstract concept that doesn’t impact the deadline tomorrow or the day after. Before we know it, the future is now. Video has risen up as the MVP of digital marketing and in various forms. Take a look at the impressive impact video has had on marketing in the infographic below from The E Word.

Here are some of our own favorite takeaways: 

  • Adding a video to your website can increase the chance of a front-page Google result by 53 times.
  • Video content has been shown to increase CTR by 2-3x. 82% of marketers view video as highly effective in email campaigns.
  • 71% of marketers say that video content outperforms all other content when looking at conversion rates. 46% of people say they would seek more information after viewing branded video content.

 

 

Artists We’re Crushing On: Designer Appreciation Part 6

We have the utmost respect for the crafters, letter-makers, and inspiration shakers out there. In this ongoing visual series, we wanted to give due props to the artists, creators, and designers we’ve taken note of lately. Thanks for making stuff beautiful!

1. Julian Charrière

Julian Charrière is an artist that doesn’t shy away from sensitive subjects. Over the last few years, he has developed quite the reputation for taking on deep, environmental themes in his artwork; highlighting climate change and global warming in particular. For many projects, travel is necessary. Charrière journeyed as far as an iceberg in the Arctic Ocean to get the perfect photograph.

 

Check out his full website here: http://julian-charriere.net

We Are All Astronauts РJulian Charrière РCentre culturel suisse

2. Andrew Fairclough

Andrew Fairclough‘s illustration work is positively mesmerizing. With artistic beginnings in skate and snowboard graphic design, he has since worked with huge brands and continued to create incredibly detailed illustration pieces. Andrew has described his own work as being “inspired by mid-century spot illustrations and design as well as vintage sci-fi, comics, surrealism, DIY art culture, and the textural wonders of degraded print.”

 

Check out his full website here: https://www.behance.net/kindredstudio

3. Claire Newton

We stumbled upon Claire Newton‘s work while just dipping into #designer on Instagram. In a sea of mislabeled posts, her stunning watercolors stood out like an oasis. We’ve zeroed in on the beautifully vibrant palms, flowers, and other foliage in Newton’s watercolor repertoire, and equally enjoy her work with detailed patterns and geometric abstracts.

Check out her Instagram here: https://www.instagram.com/clairenewtondesign/

4. Kelsey Amy

Okay, so custom kicks haven’t really been on our mind for quite some time, BUT, we might make an exception for these beauties. Kelsey Amy founded Shme Custom Kicks, a personalized shoe business that’s run completely online. Not only do we have respect for this entrepreneurial female power, we genuinely think the shoe designs are incredibly well done.

Check out their Instagram here: https://www.instagram.com/kelshmeamy/


5. Mikey Burton

We’re a little obsessed with the 50’s inspired illustration style of Mikey Burton. Currently sporting the position of a part-time designer and illustrator at Designy Illustrator, Burton has been creating, winning awards, and generally killing the corporate art game. While we’re happy he’s making the big bucks working with big brands, we’ll never stop loving the monochromatic sketches and breakfast pins.

Check out his full website here: https://www.mikeyburton.com

What artists, designers, or creatives are you into right now? Let us know in the comments below. You can also see all of our other designer shout-outs here!

Why Using Landing Page Builder ‘Unbounce’ Will Increase Your Google Ad Quality Scores

Google Ad Quality Scores

We believe Unbounce should be a marketing agency office staple – It’s pretty unique to us at Oliver and Sons. If you haven’t heard of it, and you’re in the digital marketing profession, stop what you’re doing and take note.

Have you ever been in a situation where you’ve created an insanely optimized Google Adwords campaign, but your quality score is detrimentally low? Has your landing page been classified as unrelated to the content of your ads? We’ve seen this happen countless times with clients who have come to us for help. Quality scores cost money, so you have to improve them, and fast.

Why do I get low-quality scores?

Google is smart, and so should you be. Think about it, as a consumer you would get instantly turned off if you’d clicked on a specific product ad and instead you’re met with a rather incongruous homepage. Bleurgh. It’s just not smart marketing.

Don’t get mad at Google. Get even.

How will Unbounce improve my scores?

With Unbounce you can change all that. Implementing Unbounce landing pages will help you get smarter with your paid advertising. How? By creating separate landing pages related to each high performing keyword, and connecting these to each corresponding keyword in your search campaign, your quality score will increase. It’s that simple. Nothing too fancy pants, but it’s just making sure that you have everything ticked on Google’s checklist.

I’m not an experienced UX designer, is this a problem?

No, Unbounce has been created thinking of us in mind. If you know the basics of landing page design and have some idea of what CTAs work best on a landing page, then you’re sorted. The exciting thing about Unbounce is that their software actively encourages A/B testing. Therefore,  if you are afraid your landing page design doesn’t quite cut-the-mustard, you may be pleasantly surprised when you check your conversion rates on the page.  

Additionally, let’s talk about Unbounce’s world-renowned customer service. They take it super seriously, and it means they do stand out in the virtual workspace landscape. No problem is too big or too small, so don’t be afraid to ask them about your desired integrations, Unbounce functions or even give your comments for improvements.

If you’re losing your head with your Google Ad quality scores and you’d like our budding landing page designers to create keyword-specific pages for your business… get in touch!

4 Absolutely Critical Content Promotion Tactics You Need to Get Noticed

content promotions

If you’ve noticed a pitfall in marketing efforts for your content recently, it’s probably due to the extreme usage our internet sees day in day out. A recent phenomenon visually and numerically describes all the things that happen within 60 seconds on the internet – its vastly becoming an unstoppable realization us marketers have to face. Meaning we have to start revisiting some of our content promotion tactics to keep pushing our content in the direction it deserves.

In 2017, 81% of the U.S. population had a social media account; so your organic reach may struggle, but its the actual content that matters. Most recently, we’ve seen adaptations to social media platforms like Facebook who are scrutinizing our efforts to get noticed. To have successful website and blog visits, you should follow these content promotion tactics along with your own existing internal contributions.

1. Leverage-Proven Successes

There are many proven forms of successful content which any business should already be using, with the trends for 2018 shaping the way we create content; it’s about that time to reflect on the posts you deem most successful for your audiences.

What are they?

  1. Infographics are the best source of condensed information into visibility format. Their long and colorful form is great for sharing on Pinterest and Twitter, and if you use them, you’re already contributing to number 3.
  2. Choose however many rules you want to go by because list posts are here to educate and formulate your content strategies.
  3. Resource-focused posts. The be all and end all is that people are looking for results and information. The internet is giving out everything for free (to some extent). Take CoSchedule and their variety of amazing templates for everything digital as the prime example – that’s the standard we’re looking at.
  4. In-depth guides attract links to other content, which a step-by-step format to assist pretty much every subject in the category. Thanks, Internet.

The most important use for this is to raise the roof on those traffic numbers you might need help with, and in order of doing this, it’s absolutely crucial you optimize your assets. For example, you could use image sitemaps to ensure they are searchable or offer them to people who use media and appreciate visual assets. Your readers want to see something useful, something they’re actually interested in.

2. Community Awareness

Syndication is a content marketing tactic that will help expand your reach and gain that vital credibility you deserve. Although, you might not be an expert at community management, so here are some tips to ensure you have covered every possible syndication corner.

  • QuoraThe best thing about Quora is the volume of people who are curious about pretty much every subject imaginable. Quora is free to use, and promotion works well if people upvote your answers. The better the content, the higher ranking you will be. Target your latest content with just a keyword search and do the best you can to match the question.
  • RedditAnother one build from point scoring, your reputation in the Reddit community is fueled by ‘karma points’ which can be gained from comments and posting links. Your karma will reflect your position within the community, which all boils down to the content you’ve submitted. There’s such thing as reddiquette,” so be careful out there.
  • InboundYou have to earn your place on Inbound because the community is jam-packed with professional content writers and marketing specialists. To do this, you should take the appropriate steps:
  1. Define the messaging theme
  2. Decide your channel mix
  3. Build your channel

Your content should already be specific to your channels with the desired prospect which will generate your social channels. But this isn’t enough; again, you will need to put in extra efforts to build your community profile which will be the real boost in promotional activity.

  • Relevant forums from a Google searchBuilding your own relevant forums can be fairly easy, but complicated to get started with. Depending on time constraints, you may find some that are worth working towards and feel comfortable with progress, but you have to kiss a lot of frogs to find your prince charming.

  • Facebook GroupsOnce a smooth entrance, now a complicated application. These groups now require a few words about yourself, your purpose and how you can contribute. But with people receiving notifications from your post, on the most used social platform in our existence, it would be foolish not to use this as the best content promotion tactic in your social community.

Due to your extensive research on your markets, there’s a high chance you may have stumbled upon some more high-quality platforms. Welcome, your communities… Spend some time there, and utilize them as much as possible, you could even ask for opportunities to be featured.

How to do it?

First of all, you should engage with the communities for a few days before posting anything, allowing a warm-up strategy so the regular users can get a feel for the new brand presence. Show and share some expertise, answer questions and add value to your networks before sliding in with your content promotions.

Second, post your content and ask members for feedback, don’t be shy because all you will be doing is inviting interactions and creating a discussion. ‘Comment Marketing’ exists and its purpose is to build relationships. You may have noticed the amount of bots companies use to reach audiences, but they lack a personal touch which you can provide. The best way to promote your content without a hazardous spam message is to relate to comments and suggest your content. That means that anyone looking at this message will also find yours.

Your community will now start to become interested in what you’re writing. Top tip: comment on relevant posts by influencers rather than potential customers, the reason being that the influencers are where all your customers are engaging.

If you’re using social media, you should create snippets. Like any other snippet, they should be variations of the title, short statements from the content, short quotes, and statistics all combined to reach different audiences. And when posting any social copy, don’t forget to mention your sources. The people you mention will see this and some will re-share or like, which is highly beneficial for added engagement.

3. Broadcast by Retargeting Visitors

Campaign monitor suggests a beneficial click-through rate of over 6 times more than a tweet when an email campaign sends out, which is the perfect opportunity to utilize that email list of yours tactically. You shouldn’t forget to add a CTA for sharing strategy, and always include the most popular content which is most constructive and will keep them coming back.

You can also include an RSS feed within your email that will allow readers to subscribe to your updates automatically. But to get your readers into your email, the best content promotion tactic is to send the first email again, several days after with a different subject line to those (thanks to your analytics) who didn’t open it. Adam Franklin’s results were surprising when he used this trick at Bluewire, suggesting we’re missing clicks by only sending it once.

By using sign-up forms on your website, you will have converted some email subscribers. Without it, you’re letting readers just slip through your fingers. Find an engaging message to influence the reader to want to sign up. A successful promotion tactic is to have the opportunity to sign-up appear when the reader reaches the bottom of your content. By doing so, they already know what they’re signing up for.

4. Spend More Time Linking Within

Getting clicks from link roundups is the easiest SEO booster there is. An internal link is a  common use to enable the reader to navigate their way through your site, most useful for building, what Moz calls ‘site architecture’ – the best possible way of explaining. Add a link to your new content, found from your beloved analytics – highlight the content that is being heavily trafficked at that time and choose from your last 6 months what to link to, aim for your most popular archived post to give it a surprising extra boost. The opposite to external links – here you’re pointing in the direction of an external domain, beneficial to rank SEO value when appropriately linking to descriptive words, and the site being up there on Google results.

As a debrief from these crucial content promotion tactics, it’s easy to say that they all require extra time and effort for planning when you next sum up your content ideas. To save the risk of your content becoming unnoticed compared to the rest of the internet’s content, make sure it’s valuable to the reader and begin to source your reader’s platforms before you create it.

With this in mind, you can easily navigate your way through promotional groups. Learn from what’s best, and take time to improve the not so healthy ones, the moral of the story is to analyze everything you put efforts in to. And remember, there’s always rules and regulations amongst every promotion platform, so be careful and make sure you don’t spam!

 

If it’s help you need, we can probably do just that. Drop us a line and tell us just what you’re looking for, so we can share our knowledge of content promotion ideas and get you on the path to succession.

10 Actionable Tips That Will Help Set up an Editorial Calendar

Set up an Editorial Calendar

If we learned anything in the last year of being in business, content marketing is an absolutely critical marketing activity for B2B and B2C businesses looking to engage, inform, and attract new customers. One of the most rapidly changing areas of digital marketing, well-crafted and promoted content largely drives the success of online marketing efforts.

Many recent studies, surveys, and pieces of research have been performed to help us all better understand the impact that content marketing has on digital marketing as a whole. Did you know that…

     Only 55% of bloggers update old posts. Those who do are 74% more likely to get strong results. (Orbit Media)

     The average reader only spends 37 seconds reading an article or blog post, so keeping things short and sweet is necessary. (NewsCred Insights)

     81%+ of marketers found that increased traffic occurred with as little as 6 hours per week invested in social media marketing. (Social Media Examiner)

     Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (DemandMetric)

     The average blog post is now 1,142 words (up 41% since 2014). (Orbit Media)

     67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions. (Lenati)

We don’t like to argue with the facts; quality content is a solid way to do well in online marketing. After understanding and respecting content marketing, you’ve really got to work on an effective editorial calendar to keep every blog post, case study, and important communication in check.

Editorial Calendars – A Content Marketing Strategy’s Best Friend

Quality editorial calendars take a lot of constant, careful attention to flourish. But, as we know, content marketing is 100% worth it. With really great content should come a foolproof and powerful system to manage it all like a pro. For those just starting up a blog or for those businesses looking to improve content marketing efforts, we’ve got some amazing tips and tools to help you ace it.

First thing’s first: you need to have a framework down for what should be included in your content calendar.

Via Adhere Creative

After establishing these for your own brand or business, selecting a content management system may be a good tool to adopt. Depending on your budget, there are free and simple tools, and for those who have a little more wiggle room, some more robust options for creating, publishing, and analyzing your content. Some content marketing management tools we’ve been into are CoSchedule, Asana, and even good old-fashioned spreadsheets.

Once you’ve decided what should be on your blog and have started to build out your new and outstanding editorial calendar within your chosen method for managing your content, take a look at some of our most tried-and-true tips.

1. For every piece of content added to the calendar, ask yourself these four questions:

  • What is the core value?
  • How does this provide ‘youtility’
  • Why would our audience share this?
  • Who do we hope to influence?

2. Carefully plan out your targeted keywords in advance. Making sure that you have a good grasp on your SEO goals and keywords will help you to better optimize every piece of content as its being written so that readers actually want to read it. 

3. Produce evergreen content that can be refreshed and reposted. This type of always-relevant content that performs well among audiences can always be strategically updated and reposted to capture more views without putting in more time for new content.

4. Take advantage of the experts you’ve employed within your own company for great content. Some of the brightest minds in your particular field are sitting in the office next to you – use your next water cooler break to chat a coworker up about their insights and ideas.

5. Ensure every marketing messaging is researched for uniqueness. Beyond doing a simple search on what’s already been done, you can also use several awesome, free tools such as this cliche finder and this plagiarism checker.

6. Use the calendar structure in place to plan out your content in terms of themed weeks, months, or even days. Depending on your brand and product/service offering, it can be really effective to publish a series of content pieces within a certain timeframe so that readers can jump in at any time and have a lot of relevant posts to engage with.

7. Research and use public industry data to drive your key value points home. There’s nothing quite like a recent statistic or industry study to help bulk up a content piece and make it more credible and digestible.

8. Try out the “Pillar Model” with one main focus piece and multiple smaller support pieces of content. Similar to the themes strategy, each topic builds off of one another and feeds into the same main idea approached from many different angles.

9. Develop an internal system so you don’t get behind. For us, we like to have big brainstorms all at once, then schedule posts far in advance. This way, we can ensure that every piece of content is started a week before the publish date, the review and editing period happens a few days prior, and that everything that needs to get approved does so before the scheduled date.

10. Tap on your own audience and customers for quality, storytelling content. This can mean reaching out via email or through a survey to collect from your customer’s experiences and turn them into relatable stories that will help attract new leads (when woven well!).

Do you have any great tips for creating and maintaining an effective editorial calendar? Want to chat through how to make yours even better? We’re content marketing experts and we’d love to hear from you. Contact our team anytime to get something started.